Case study: Affiliate channel optimization through advanced data

Written by Andrew Crowley on

Feb 15th 2017.

The diverse publisher landscape is one of the key benefits of the channel but it can also present a challenge to some brands.
With a broad range of publisher types, each offering reach into a unique community of customers, with different purchase intentions and behaviors, how can advertisers analyze and track incrementality across multiple partners?

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Awin is able to track up to 254 advanced data points with the aim to help clients analyze and understand trends across their publisher base. Using this data, we’re able to create and implement specific optimization strategies surrounding the ideal partner and placements.

Recently, a global travel partner wanted more insight on the type of customer driven through the affiliate channel. Campaign optimization, led by the insight gained from tracking advanced data points, resulted in a 63% uplift in revenue.

THE GOAL

With the goal to drive more new customers, a global travel partner wanted more insight on the type of customer driven through the affiliate channel.

THE DATA

For this travel partner, Awin began to track 15 advanced data points in order to create measureable and actionable insights via our Business Intelligence tool.

Example data points tracked include: Hotel Location, Loyalty Membership Status, Check in Date, Check out Date, Number of Rooms, Number of Adults, Number of Kids, and more.

Using this data, Awin is able to create and implement specific optimization strategies surrounding the ideal partner and placements.

THE SOLUTION

The analysis of the advanced data points revealed partners that are able to drive a desirable ratio of new customers via affiliate marketing methods.

This insight shifted the efforts of the campaign to focus on specific publisher types, as well as individual partners, to secure targeted placements to further increase the brands exposure among a community of new customers.

THE RESULTS

✔ Campaign optimization across three partners, who met both incrementality and quantity requirements, resulted in a combined uplift of 63% in revenue.

✔ An awareness and branding campaign, ran with a previously small partner, was able to open up the flood gates achieving a massive uplift in bookings and revenue, 734% and 552% respectively, while maintaining their previous new customer ratio.

✔ Targeted campaigns with the more established partners drove up to 60% uplift in revenue while also improving the ratio of new customers booking on the travel brands site, up to 6%.

Interested in learning how your affiliate program can leverage advanced data points to optimize the affiliate channel? Get in touch with your Account Representative to discuss.